A company called NetBase performed sentiment analysis on 700 million social networking posts during 2014-2015 and produced a luxury brands passion report for 2016. You can view the report as a PDF file or as an in-browser presentation. Note that brand assessment via sentiment analysis of natural language is useful but in the end is just one of many data points. Apple and its new watch scored very well. In the "watch" category, they did better than Rolex, which ranked as only the 8th-best watch brand according to this company's metrics. Tag Heuer is well represented as the 26th-best luxury brand (page 25 of the PDF file). Among watches, they are the 2nd-best brand (p. 48). The report says the following about Tag Heuer (p. 61): Net Sentiment decreased slightly, but overall volume increased 152% (at a general brand level). Mentions increased particularly on Twitter (+187%) and Forums (+105%), as well as Facebook (+90%). A top negative attribute that surfaced in the second year was price (viewed as potentially too high for the brand for parts of its new range) which impacted Net Sentiment negatively. Finally, the report associates the attributes of "legendary", "perfect fit", "smartwatch", and "authentic" with Tag Heuer (p. 65).